Media is an important pillar when it comes to increasing awareness about social issues and changing those situations. For years, government and civil society practitioners have traditionally used media to create awareness among the intended audience and decision- makers at family and community levels on health and other burning social issues. Media is a significant stakeholder as well as key influencer in our efforts to address the challenges in the life of children and women and ensure that each child born in this vast and complex country gets the best start in life, thrives and develops to his or her full potential.

Media plays a definitive role in this process at different levels in shaping public sentiment, mobilizing positive public participation and creating awareness on the subject matter. Keeping this in mind, we at UNICEF look at maximizing the reach of media platform through four key processes: Media Partnerships, Media Engagement, Media Capacity Building and Media Monitoring. These four processes help us to involve media in an effective way so that we are able to meet our objective of promoting the rights and wellbeing of every child.

Media Partnerships are very important as they helps us expand the media discourse on our various efforts and initiatives like Routine Immunization, importance of nutrition, sanitation and hand washing, Deepshikha (empowering adolescent women), etc.Read More...

Media Engagement is another key process. The objective of this process is to engage different segments of media on the issues we are working on and make them aware about the programs and initiatives so they talk about it in their media vehicle and help take the issue and its solution to every household.Read More...

Media capacity building is a very important step as it ensures that the members of the media understand the issue in question in the right context and then carry it in their respective publications in an effective manner. Under this process, we aim at building the skill gap in terms of reporting on public health and social issues to ensure the right kind of reporting on these issues.Read More...

Media Monitoring is the process that helps us keep a track on the involvement and role of media in spreading awareness about the issues and our initiatives. With the help of Media Partnerships, Media Engagement and Media Capacity Building, we work on improving the quantity and quality of media coverage on the burning child and women issues in our country and our efforts and programs towards the same. Read More...